Marketingweb 12 October 2011 Who has been awarded which account and what new campaigns are breaking.
ACCOUNTS
The Old Shanghai Firecracker Factory has won the Bestmed advertising account in a five way pitch. the old Shanghai will be responsible for all above-the-line and below-the-line advertising, as well as broker communication, and digital strategy and execution through Saatchi & Saatchi’s digital arm, AtPlay.
Red Carpet Concepts was appointed by Medac to manage the public relations and marketing portfolio for Rockets, a range of sports gear and compression apparel for men and women.
Y&R is back in full force after a few months sitting on the sidelines of the industry playground. not only is the agency celebrating its Gold Loerie for the ambient LG ‘washing tunnel’ idea, but it has also attracted a string of new business including HASA (Hospital Association of South Africa), JO’M Cosmetics, Playboy SA and Yahsat – Yahclick, working through Y&R Abu Dhabi.
Quirk marketing agency has announced a strategic partnership with Oracle Systems in an effort to cement the growing importance of eCommerce in the South African digital landscape. Quirk’s decision to partner with Oracle was influenced by their complementary approach to technology, in particular, the eCommerce platform ATG. Quirk Chief Technology Officer Craig Raw highlights the benefits of the partnership: “Quirk is already very strong in Java (an Oracle technology on which ATG eCommerce is based), so this partnership makes sense for us. Leveraging our development and UX (User Experience) skills to deliver enterprise eCommerce solutions on this platform is a tremendously exciting opportunity.”
Lowe Bull South Africa recently participated in a successful pitch with a number of its agency partners from the Lowe group, namely Lowe Roche Canada and DLKW Lowe London and Lowe@Alfred Amsterdam. the highly competitive pitch resulted in Unilever appointing Lowe@Alfred as the lead agency for the Becel brand, worldwide. Lowe@Alfred is the Dutch Lowe agency which was launched in early 2011 by Lowe and Partners and Alfred International.
CAMPAIGNS
Frank.net decided to get tactical with a new light-hearted life insurance advert, which all South Africans can appreciate as they come to terms with our beloved Boks’ early Rubgy World Cup exit. Frank.net has received brand recognition by differentiating itself in the life insurance market with a non-traditional, straight talking ‘you die we pay’ approach.
Creative director at FoxP2, Justin Gomes says, “Frank.net tells-it-like-it-is and is changing the way people think about life insurance (we don’t offer these yet) Therefore we create campaigns and use tactical opportunities that ensure talkability.”
Gomes adds, “We have tapped into the rugby frenzy by producing ads like: ; ‘If your blood really is green, we pay’ for serious Illness Cover, ‘If you choke like the All Blacks, we pay’ for Life Cover and ‘If your job is going the same way as the Div’s, we pay’ for Salary Protection.”
“The latest installment reads, ‘mr. Lawrence after Sunday’s match you may want to call 0860 111 735 for life cover,’” he adds. “It is a simple and straight-forward message but any South African who watched the game on Sunday will appreciate the humour.”
Draftfcb Johannesburg has created a dramatic print and outdoor campaign to launch Lexus’ new luxury hybrid hatchback, the CT 200h. Targeting young professionals, the eye-catching campaign depicts the hybrid in a surreal landscape alongside a creature made from the same materials as the vehicle. the implication is that the CT 200h is so advanced that, in this world, animals have evolved to incorporate its features. the comparison is also alluded to in the text, as well as in the radio spots that are supporting the printed executions.
The challenge put to the agency’s creative team of Aviv Weil, Sergio Ines, Louise Hutchinson, Ivor Forrester and Frank Kunene was to use the launch as an opportunity to break through to a younger target market, make the brand more youthful and inject it with energy and vibrancy.
Discovery Health has commissioned Provantage to run an in-Taxi Television campaign in a thousand taxis nationally. the TTV messaging focuses on Discovery Health’s affordable KeyCare product range which is amongst the most feature rich on the market, and is designed specifically to cater for emerging market consumers. the campaign runs until March 2012.
The regulator found half of all UK households have a games console.
